Campari steps up its Spritz game

Making the perfect Spritz couldn’t be easier, and no-one knows this better than Campari Group, the leading producer of bitter aperitifs.

For many, the Spritz has become a symbol of summer. The Italian serve, a blend of Prosecco, bitters or aperitif and soda, is the perfect refreshing long drink that keeps on giving. With changing trends, the Spritz has blossomed into a versatile and appealing drink with or without alcohol that transcends seasons and times of the day. The success of the Spritz persists despite the overall decline of the on-trade.

“Spritz is a cocktail that, if made perfectly, you can enjoy in a five-star hotel bar as well as a countryside pub during aperitivo hours, and as the first drink of the night. The Spritz plays into so many occasions – how the flavours awaken the palate, how it pairs with and elevates a dining experience,” says Jono Mayes, national bartender advocacy manager at Campari Group.

“It is the perfect drink to start any celebration. It’s cold, carbonated and has a refreshing, bitter, aromatic flavour. The history and appeal of bitter flavours only add to its allure.”

Campari Group’s Aperol and Campari aperitivos are at the top of the list, being not only two of the best-selling, but also the most recognisable, brands in their category.

“Brands like Campari have meaning to customers whether they are Italian or have simply experienced the Italian influence on food, drink, hospitality and celebration. Their truly distinctive flavours have flourished over time for a reason,” says Mayes.

In 2021, the company expanded its offerings in the UK with non-alcoholic Crodino Spritz. By adding an alcohol-free alternative, Campari Group aims to promote moderation and cater to the growing demand for healthier lifestyle choices. This move also helps the company to expand its market reach and adapt to changing trends.

“We know that people are moderating their alcohol consumption, and this is more apparent in the Gen Z age group coming into the market,” says Mayes.

“This, however, doesn’t necessarily mean abstinence. It can mean simply drinking fewer drinks, but focusing more on quality – less but better. Or integrating low-or non-alcoholic drinks into their evening – we are seeing bars break from the traditional offering of simply full-strength cocktails or mocktails to more of a spectrum, with some drinks stronger and others still containing 25ml of spirit, but being much lighter in style and ABV.”

Unique experiences

In June this year, Campari Group brought “joy and unique experiences” to London by organising the Aperol Spritz Aperidisco event in Battersea, and the Campari x Selfridges Cinema collaboration.

Campari also plans to train more than 30,000 bartenders in 2024 in the making of the perfect Aperol Spritz. “The Spritz is a fantastic cocktail to teach customers how to create balanced, beautifully-made drinks,” says Mayes. “We use the Spritz to demonstrate why each element shapes your cocktail, from glassware to ice to ingredients.”

Campari Academy UK, led by Loris Contro, has created a new course for people interested in becoming an Aperol Spritz Master – and those who complete it have the chance to win great Aperol Spritz prizes.